Ever since Pierre Balmain’s now-legendary ﬁrst couture collection, presented just a little over 75 years ago, the Parisian house that bears his name has set itself apart by consistently oﬀering a fresh and distinctive “New French Style” to its many followers. Today’s Balmain designs, overseen by Olivier Rousteing, build upon the house’s singular and immediately recognizable silhouette and spirit, which have long appealed to leading musicians, models and royals (both European and Hollywood). Recently, when health concerns forced Rousteing to consider alternatives to traditional presentations, for the ﬁrst time in Balmain’s history, the designer decided to introduce his latest men’s and women’s designs via an audacious, optimistic and beautiful live-streamed video.
Always innovative and continually surprising, Balmain sets itself apart by consistently betting upon the most daring of solutions—so, Rousteing’s choice of introducing his travel-themed collection from atop the wings of an Air France jet perfectly reﬂects the house’s distinctive DNA. Balmain’s latest men’s and women’s designs look to the house’s distinctive heritage of celebrating the beauty of travel, as well as Rousteing’s optimistic vision of a joyful future. Shot inside the impressive Air France hangars at Charles de Gaulle Airport, the season’s positive and futuristic messages were showcased via TikTok LIVE, with exclusive digital invites and sponsored In-Feed Ads sending Balmain followers to the live show, via the house’s proﬁle.
Promoted by banners, push-notifications and sponsored In-Feed Ads during the event, TikTok LIVE allows brands to generate mass awareness in real-time, whilst remaining authentic, real and true to creating the most engaging content. It also delivered a splash of excitement and normality, as the fashion show unfolded right before the community’s eyes, even though they were watching from home.
To promote the stream ahead of time, Balmain created a suite of teaser TikToks, posted organically on their own profile and further ran as sponsored In-Feed Ads. The creative focused around travel-themed fashion items and the promotion of “Balmain Air,” with a flight attendant voiceover giving details about the show. The whole package was headline-grabbing.
The campaign was a resounding success, delivering more than 22 million video views on its sponsored In-Feed Ads and over 10 million video views on the organic teasers posted to Balmain’s proﬁle. In fact, tens of thousands of fans ﬂocked to its proﬁle to both follow the brand and get notiﬁed when the show started, giving Balmain a tasty boost in engagement and follower metrics. Over 240,000 people actually tuned into the livestream too, showing that Balmain struck the right tone and pulled in the community at scale.